Article on Marketing the Modern Estate-Planning Practice

Craig R. Hersch recently published an Article entitled, Marketing the Modern Estate-Planning Practice: Beyond Networking in an Age of Commoditization and Fragmented Media, Tr. & Est. 74 (Feb. 2017). Provided below is an abstract of the Article:

In 1989, I graduated from law school and soon after landed at my present firm. Founded in 1924, it’s a stalwart in Fort Meyers, Fla. and the surrounding area. At the time, Southwest Florida had a small but fast growing population; the local bar was collegial, and the clients were abundant. 

To get my name around town and build my professional reputation, I published an article or two in journal like Trusts & Estates magazine, among others, using them as a springboard to conduct workshops for local attorneys, CPAs, trust officers and financial advisors. Back then, that’s about all it took to establish and maintain a thriving practice. 

Those days are gone.

Traditional marketing methods alone don’t work anymore. Today’s experience economy, which shapes the delivery of our services, reveals how to identify your target clients and employ specific strategies to attract them.